Maes is Belgium’s second most popular beer but also Belgium’s 3rd most common surname. So since there is no joy in being second Maes beer gave a free barrel of Maes to all the people with the name Maes. They just had to sign up on Facebook, choose a pub and share the date – and their beer – with all of their friends. The campaign was created by TBWA and broke quite some records. The Facebook fanpage made it into the 6% most active pages worldwide, 1 out 20 Belgians visited the website and the amount of fans tripled in 1 day.
Agency: TBWA, Belgium
Creative Director: Jan Macken, Gert Pauwels
Creative Team: Jasper Declercq, Ivo Mertens, Geert Verdonck, Menno Buyl, Chiara de Decker, Pol Sierens
Account Team: Jochen De Greef, Marko Van Dyck
Strategy: Kacper Wozniak